DUBLIN – Research and Markets has announced the addition of eMarketer’s new report “Measuring Video Ads: Metrics for Brand Marketers” to their offering.
Today’s video metrics only partially answer the essential question marketers want to know: Did the ad convince the consumer to buy? Whether the metric data comes from servers (completion rates) or from surveys (awareness), it acts as only a proxy for answering that bottom-line question.
As the three-screen world becomes embedded in the lives of consumers and advertisers, marketers realize they need more robust and reliable measurement systems to help them successfully evaluate digital video advertising results across the internet, television and mobile.
In one example, both comScore and Nielsen announced major changes in September 2010 to their ad measurement services, including upgraded digital GRPs the same gross rating points that metric media buyers have used for years to buy TV commercial time. By giving marketers a more precise way to measure video campaigns across channels, digital GRPs have the potential encourage more TV ad dollars to shift to online and mobile.
Even as marketers and media companies look toward apples-to-apples metrics like GRPs, digitals unique interactivity helps marketers more accurately gauge the relationship between video ads and their influence on consumers. Specifically, marketers increasingly cite engagement as a primary video-ad metric.
Context is key in judging all metrics, especially complex ones such as engagement. One factor that likely contributes to higher completion rates for recycled advertising is how most repurposed TV ads run in-stream, such as a pre-roll before video content, while much of the made-for-the-web video advertising is branded content that stands alone, as reported by Dynamic Logic and TubeMogul.
Key questions this report answers:
What are the most important metrics for video advertising?
What does engagement mean for video advertising?
How essential are brand-health studies for marketers using video?
Key Topics Covered:
Executive Summary
Key Questions
The eMarketer View
Progress Metrics
Completion Rates
Engagement
Performance Metrics
Video Clicks and Other Concerns
Other Problems
Measuring Across Channels
Video Measurement Companies
Companies Mentioned:
Association of National Advertisers (ANA)
BrightRoll
Chief Marketer
Datran Media
DM2PRO
DoubleClick
Dynamic Logic
Experian Simmons
HubSpot
Junta42
King Fish Media
MediaMind (formerly Eyeblaster)
Nielsen IAG
Online Publishers Association (OPA)
Tremor Media
TubeMogul
Unicast
YuMe
For more information visit http://www.researchandmarkets.com/research/522bbc/measuring_video_ad
